EXPERT ABM MOVING BEYOND DEMAND GEN WITH ABM. #ExpertABM 8 TH NOVEMBER Mimi Rosenheim, Snr. Director Web Marketing, Demandbase

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1 EXPERT ABM MOVING BEYOND DEMAND GEN WITH ABM 8 TH NOVEMBER 2018 Mimi Rosenheim, Snr. Director Web, Demandbase #ExpertABM

2 MOVING BEYOND DEMAND GEN WITH ABM #ExpertABM

3 THE THREE TYPES OF ABM IN PRACTICE HIGH Investment & ROI per account One-to-One ABM One-to-Few ABM 5 50 Accounts Clusters of 5 15 accounts each Focus on existing key accounts Customized for each account Engagement and relationship-focused Focus on new and existing key accounts with similar issues Customized with some personalization Engagement and lead-focused LOW One-to-Many ABM 100s of accounts Focus on relevant new accounts Targeted with light personalization Lead-focused Source: ITSMA and ABM Leadership Alliance Account-Based Benchmarking Survey, July DEMANDBASE SLIDE 3

4 ALIGN ON GOALS Company Goals Sales Goals Not just a Revenue Goal! Revenue New Logos Sales Efficiency Net Retention Rate Monthly Recurring Revenue Upsell/Cross-sell Goals 2017 DEMANDBASE SLIDE 4

5 DEMAND GENERATION IS NOT ENOUGH!

6 IT S NOT ENOUGH TO FILL THE TOP OF THE GLASS Traditional Demand Gen Account-Based 2017 DEMANDBASE SLIDE 6

7 YOU WANT TO EFFECT THE ENTIRE FUNNEL 96 % 17 % 82 % 64 % 51 % 49 % 42 % 24 % 75 % SQL SAL PIPELINE CLOSE 2017 DEMANDBASE SLIDE 7

8 SO HOW DO YOU GET TO A CHAMPAGNE STRATEGY? ACCOUNTS REVENUE DEMANDBASE SLIDE 8

9 GETTING BEYOND DEMAND GEN

10 FOCUS ON THE REVENUE TAM Target Market Target Accounts AE Top Accts Oppty Cust The closer you get to revenue, the more resources you should allocate! 2017 DEMANDBASE SLIDE 10

11 IDENTIFY CLOSE THE OLD MODEL OF THE SALES AND MARKETING MARKETING SALES MQL 2017 DEMANDBASE SLIDE 11

12 82% Website visitors aren t potential Customers Demandbase 60% Website visitors often leave after seconds Nielsen Norman Group 97% Website visitors never fill out a form Adobe 67% Sirius Buyer s journey now done digitally Decisions 64% B2B marketers who believe they have unreliable data Heinz 85% B2B marketers feel they aren t using MAS to its full potential Sirius Decisions DEMANDBASE DEMANDBASE SLIDE # 12 12

13 INTEREST STAKEHOLDERS LIKE TO REMAIN ANONYMOUS SEARCH WEBSITE VISIT WEB RESEARCH FRIENDS & FAMILY SOCIAL MEDIA WEBSITE VISIT LEAD SALES CALL DETERMINE PROBLEM Marketers miss out on the buying signals that occur pre hand raise and the signals that occur once a prospect is in a sales cycle DEMANDBASE SLIDE 13

14 IDENTIFY CLOSE IDENTIFY CLOSE WORKING WITH MARKETING IS A NEED TO HAVE OLD MODEL NEW MODEL MARKETING SALES SALES MARKETING MQL 2017 DEMANDBASE SLIDE 14

15 MARKETING NEEDS TO DO MORE AS YOU GET CLOSER TO REVENUE Budget As it becomes more of a sure thing, don t be cheap as it relates to your tactics Personalization Make sure you re in lockstep with Sales/CS, so as to reinforce their message High Touch Make sure you re pulling out all the stops to delight the customer Deeper Segmentation Engaged vs Non-engaged Contacts 2017 DEMANDBASE SLIDE 15

16 PIPELINE Change in Messaging: Narrow product messaging ROI Cost of inaction Change in Tactics VIP/Exec Experiences Direct Mail Free offers Metrics that Matter: Close Rates Funnel Velocity 2017 DEMANDBASE SLIDE 16

17 CUSTOMERS Change in Messaging: Education Support Upsell/Cross-sell* Change in Tactics: Onboarding/Nurture Stakeholder Contact Acquisition Direct Mail Advisory Boards Executive Sponsors/Engagements Metrics that matter: Customer Retention Upsell/Cross-sell NPS 2017 DEMANDBASE SLIDE 17 *only if they are ready!

18 BUT WHO S RESPONSIBLE? CMO Operations VP Demand Gen VP Field VP Digital VP Content VP Communications VP Product Automation Dir. Demand Gen Customer Director of Field Director of Digital Director of Content Social Media Director Director of Communications Dir. Product Business Analyst Sr. Copywriter Partner SEM/SEO Content Social Media PR Product Operations Marketer Advertising Content Strategy Marketer 2 Web Designer Editorial Marketer 3 Junior Web Designer Marketer DEMANDBASE SLIDE 18

19 BUT WHO S RESPONSIBLE: CUSTOMERS CMO Operations VP Demand Gen VP Field VP Digital VP Content VP Communications VP Product Automation Dir. Demand Gen Customer Director of Field Director of Digital Director of Content Social Media Director Director of Communications Dir. Product Business Analyst Sr. Copywriter Partner SEM/SEO Content Social Media PR Product Operations Marketer Advertising Content Strategy Customer : 1. Advocacy 2. Retention/Upsell NEW ROLE: Customer Revenue Marketer 2 Marketer 3 Marketer 4 Web Designer Junior Web Designer Editorial 2017 DEMANDBASE SLIDE 19

20 BUT WHO S RESPONSIBLE: PIPELINE CMO Operations VP Demand Gen VP Field VP Digital VP Content VP Communications VP Product Automation Dir. Demand Gen Customer Director of Field Director of Digital Director of Content Social Media Director Director of Communications Dir. Product Business Analyst Sr. Copywriter Partner SEM/SEO Content Social Media PR Product Operations Marketer Advertising Content Strategy Existing Structure: Field Marketer 2 Web Designer Editorial NEW ROLE: Pipeline Marketer 3 Marketer 4 Junior Web Designer 2017 DEMANDBASE SLIDE 20

21 BUT WHO S RESPONSIBLE: NEW ORGANIZATION CMO VP, Corporate VP, Revenue VP Product Brand Operations Channel Director, PR/Comms Director of Customer Director of Field Director of Programs Dir. Product Content Designer Events/Tradeshows Website Technology Business Analyst Social Media Mgr Focus on Accounts & Segments PR Mgr Bring all resources to the table Map to Sales needs Do what is right for the business! Advocacy Revenue Marketer Marketer 2 Marketer 3 Marketer 4 Webinars Direct Mail SEM/SEO Advertising Product 2017 DEMANDBASE SLIDE 21

22 KEY TAKE AWAYS 1. There s more to ABM than just Demand Gen 2. Align your strategies around your Sales quota 3. The closer an account gets to Revenue, the more attention marketing should pay to them 4. You can work within your existing structure, but reorg ing will best address your ABM strategy